Start with the Business & Work Backward
Digital marketing strategies are not one-size-fits-all. And in fact, the most effective ones are those that are well-aligned with overarching business goals. For example, a marketing strategy for a company focused on retaining current customers should look quite different than one for a company focused on gaining market share. A digital marketing strategy for a company that is looking to expand geographically or re-brand would also look different. A company looking to grow fast and sell need a much different strategy than a company that is in for the long haul. Even your competitive advantage – whether you are selling on price, quality or service – can have implications on your digital marketing strategy.
To maximize the results of your digital marketing initiatives, you must identify and have a clear understanding of your business priorities for this year. You should also have a sense of your company’s future direction. THEN, and only then, you can start working backward to develop a web marketing strategy that is perfectly aligned with your business objectives.
Here are some examples:
|Business Objective||Website Strategy||Tactics||Goals|
|Improve customer loyalty||Create custom email/personal URL for loyal clients.||Implement a rewards program and/or email offers to specific customers||Generate engagement and measure call to actions.|
|Generate new customers/leads||Implement landing pages for services/products||Create appropriate Call to actions for landing pages.||Form Completions|
|Introduce a new brand||Create awareness||Create focal point on main page introducing new product/brand||Increase website traffic.|
Establish Actionable, Measurable Goals – by Quarter
When establishing business/website goals for the upcoming year, it’s important to focus on actionable measurable goals. For example, simply wanting users to have a “good experience” on your website is not a measurable goal. However, you can turn this desire into an actionable and measurable goal by reframing it. Here’s a few examples:
- Users should be able to complete certain tasks that you have identified within a certain number of clicks or within a certain time frame.
- Our website should score at least X percent or demonstrate X percent improvement on a user experience survey.
- Calls and complaints to customer service should reduce by X percent.
Once you get specific – identifying outcomes with numbers – goals can start to seem overwhelming. Breaking your annual goal down into smaller chunks that can be accomplished each quarter will help you keep your team on track and make it easy to adjust goals, if necessary.
Measure the Right Information
Thanks to all the analytics programs, there’s no shortage of website data. If you aren’t careful, you can get lost in the weeds. In addition, some of the statistics can be misperceived. Website traffic, page views, and duration are useful metrics and are important to measure in order to understand if your website is gaining a greater audience. However, they are not actionable statistics and do not measure how the business is engaging there audience.
So, what KPIs should you choose?
In almost every case, conversion statistics should be a main focus when aligning business and website goals. A clear understanding of what conversions are affecting the bottom line need to be discussed and thoughtfully planned out to create an appropriate sales funnel. This can be the difference between business failure and success. Creating focused creative call to actions for your conversions is the best way to assure success.
Even after quarterly goals are achieved and conversion rates are high, it’s important to constantly access how you’re engaging your audience. This is will insure future success in years to come.